Abstract

Culture is pivotal in shaping the behavior of an individual. Clothing is one way looking at the culture of one and this research in specific investigates about eastern clothing of men. The origin comes from South Asia i.e. Pakistan. The preference of eastern wear by the male segment has changed drastically as sub-cultures have evolved (inter-marriage with different caste), westernization and consumer’s choices and preference change with time and fashion. The current personality and purchase intent towards eastern clothing was studied with the sample of 267 male respondents from Karachi. The One Sample Test analysis resulted in positive association between personality factor and purchasing decision but a negative association between purchasing decision and product composition, product performance, service quality, marketing factor, social factor and cultural factor. Today’s environment is crucial to the consumer behavior that is the men purchase intentions are variable and does not get easily influenced by the factors(performance, quality, social and cultural etc) pushing the male consumers to purchase the eastern clothing whereas, if the marketer of the eastern clothing hits the jackpot i.e. the personality of the men target segment as its relative to their purchasing decision, it will help the marketers and the organization to attract this segment and increase sales for eastern clothing.